When firms create new products or new innovations they want to have an idea towards whom they should market the product. The diffusion of innovation theory looks at the different groups that accept ...

Which leads to the discussion of innovation. As long as there are problems there will be innovators. As long as there is a market opportunity out there, innovators will start companies.

The authors are convinced that the right mindset is of critical importance, and they identify five steps to a transformation that any of us can make as business leaders to assure that innovation ...